Alexander Bard

• Name — Alexander Bard • Birth Name — Alexander Bengt Magnus Bard • Born — 17 March 1961 • Birthplace — Motala, Sweden • Occupation — * Singer • songwriter • musician • author • lecturer • philosopher • Years Active — 1982–present

Bard was born in Medevi, Motala Municipality, Sweden on 17 March 1961. After he completed his upper secondary education, Bard studied in the United States and in Amsterdam, Netherlands. While living in Amsterdam, he earned part of his living as a sex worker. Bard returned to Sweden to study at the Stockholm School of Economics from 1984 to 1989. In addition to his studies in economics, he took a strong interest in philosophy and social theory with the explicit aim of becoming a philosophy writer and lecturer.

Bard began his musical career in 1982 with the single Life in a Goldfish Bowl released under the name Baard, a synth-punk fusion project he had formed together with two female striptease dancers. He later had some minor success as Barbie, which saw Bard performing ironic bubblegum pop songs crossdressed. After abandoning work on a second Barbie album, Bard formed Army of Lovers with two of Barbie's entourage, Jean-Pierre Barda and La Camilla. Army of Lovers had several pan-European hits, the biggest being Crucified and Obsession, while their presence in the US and the UK was limited to repeated club chart successes. They released five studio albums, made over twenty music videos, and became phenomenally successful across Eastern Europe, before Bard disbanded the group in 1996. Army of Lovers have later earned a widespread iconic status in the gay culture, often referred to as a perfect example of the postmodern take on the ideals of camp. Bard said, “I'm gay. I always fall back on camp or gay as a frame of reference. Then camp doesn't always have to be gay and gay doesn't always have to be camp.” Bard also worked on the production & composition of Swedish girlgroup Midi, Maxi & Efti. Following the demise of Army of Lovers, Bard founded Vacuum, a symphonic synthpop project featuring Bard, Marina Schiptjenko (formerly of synthpop group Page), and newcomer Mattias Lindblom. Their debut single I Breathe was one of the fastest selling singles in Sweden in 1997 and also topped the singles chart in Italy. Further releases did not do as well, except in Russia and Ukraine, and Bard left after only two albums. He reformed Army of Lovers briefly in 2000 for a handful of new tracks and a greatest hits collection, and later co-wrote and co-produced the first two Alcazar albums. In 2005, Bard launched a new music project called BWO (short for Bodies Without Organs), together with Marina Schiptjenko and new vocalist Martin Rolinski. Their debut album Prototype generated seven top 20 hit singles in Scandinavia and across Eastern Europe and reached platinum status. A second album Halcyon Days, was released in April 2006, which shipped gold and generated four additional hit singles. 2007 saw the release of a third album, Fabricator, followed by a 2008 compilation album and the 2009 release of a fourth studio album, Big Science. In April 2010, Bard announced that he was working with co-producer Henrik Wikström on a new project called Gravitonas, signed to Universal Music worldwide. The project, described as electro-rock, and fronted by Bard himself and vocalist Andreas Öhrn, released a first digital EP in May 2010 and had its first charts hits in Sweden and Russia in the autumn of 2010. Since they refuse to release physical records tied to traditional promotional media campaigns and instead strictly release their music through streaming and downloads and in EP rather than album format, Gravitonas have been dubbed "The World's First Spotify Band" by bloggers and the music press. Bard's public friendship with Spotify founder Daniel Ek has played into this narrative. In addition to several No. 1 hit records across the European continent, Gravitonas have also achieved a considerable following as dance act in the U.S., with three hit records to date in the Billboard Top 50 Club Play Chart. Aside from the groups mentioned above, Alexander Bard has also worked as a songwriter and producer for several Swedish artists, in the 1980s mainly with Ola Håkansson and Tim Norell, in the early 1990s with Anders Wollbeck and Per Adebratt—especially on the early 1990s Columbia Records—signed African cult act Midi Maxi & Efti—and more recently mainly with Anders Hansson and Henrik Wikström. Bard was a co-founder of Stockholm Records and runs several internet and music-related businesses. In August 2011, Bard joined the jury of the Swedish version of the Idol TV show, sharing the stage with Celine Dion's record producer Anders Bagge, quickly being referred to as The Scandinavian Simon Cowell due to his famously and characteristically harsh and straightforward commenting of the contestants. Army of Lovers reunited in 2013, releasing a new compilation album titled Big Battle of Egos featuring four brand new tracks including lead single and video Signed on My Tattoo, a duet with Gravitonas. The band cited political reasons, including their outspoken opposition to increased homophobia and antisemitism in Europe, for the reunification, after which they headlined both the Pride festivities of 2013 in Copenhagen and Belgrade and several major TV shows in Sweden, Poland, Russia and Ukraine.

Bard was a judge on the television show Swedish Idol, a spin-off of Pop Idol, between 2011 and 2015, and was a judge on Talang, the Swedish version of Got Talent, which is broadcast on TV4, from 2017. In June 2020, he was fired from that job following public backlash regarding a series of racially charged tweets from Bard.

Alexander Bard has long been a vocal opponent of laws against personal drug consumption and laws against prostitution in Sweden. Having earlier been a member of — or worked closely with members of — the Liberals, the Center party and the Pirate Party, he joined the newly founded Citizens' Coalition in 2018. He departed that party in December 2019, following disagreements about both party goals and how to best achieve them. He later rejoined the Liberals. Following a conversation between the Liberals and Bard regarding several racially charged tweets made by Bard in June 2020, the Liberals announced his departure from the party once again. Bard rejoined the Citizens’ Coalition. As of 2023 he considers himself to be a far-right Marxist, having earlier considered himself to be a Libertarian Marxist. On 14 March 2026, he announced that he was joining the Liberals for a third time after the leader of the struggling party, Simona Mohamsson, embraced Jimmie Åkesson at a press conference and promised to allow the Sweden Democrats into a future government, something the Liberals had previously opposed.

Bard converted to the Iranian original branch of Zoroastrianism in 1992 after years of intense religious studies. He explains his decision to convert in his book Syntheism – Creating God in The Internet Age with Jan Söderqvist by stating that without a solid foundation in philosophical and theological history, the idea of Syntheism as a set of new religious ideas for a globalized and digitalized world in the 21st century, would not carry its necessary weight. The conversion could also be understood when Bard and Söderqvist place Zoroastrianism next to Taoism and Buddhism in their work in what they refer to as The Silk Route Triad, as the historical peak of religious thought and practice. Bard describes himself as a bisexual man.

Alexander Bard was recorded at birth as Bengt Magnus Bard. The authorities additionally record the headings Alexander Bengt Magnus Bard, Rickard Vogelberg, Baard, Crying Boy and Barbara Hitchcock. His recorded language was English. His recorded confession was Zoroastrianism.

Alexander Bard is recorded with the occupation singer-songwriter. Classed in the genre electronic music. Classed in the genre Eurodance. Recorded as singer, economist, composer, sociologist and poet.